The Customer Genome—the secret
weapon of the last mile delivery war

OVERVIEW

What if Apple started a delivery company?

What if they took all of their data-driven, platform-enabled creative power
and turned it to package delivery?
Imagine what that user experience would be like.
You would probably get just what you wanted without even having to think
about it.
Suddenly, the old way of receiving packages would seem as dated as
mobiles without touchscreens.

Our research indicates that a new delivery paradigm is just around the
corner—not driven by Apple, but by dozens of retailers, marketplaces and
digital startups. They view the last mile market as ripe for disruption,
improvement and reinvention—where services will be cheaper, better and
more consumer-friendly.

THE DELIVERY GENOME

The new paradigm is centered on
data-driven, predictive and
personalized user experience.

Postal and parcel organizations have used data to improve
performance for decades, but the escalating torrent of consumer data
offers limitless new opportunities to provide superior consumer
experience.

This demands a more sophisticated approach to the capture,
management and use of data. To compete with new entrants,
established organizations need to start building customer data into
“consumer genomes”—living profiles of preferences, motivations and
needs that go beyond what customers choose, to an understanding of
why they make those choices.

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